As we’ve been discussing all semester, social media represents an extremely valuable form of marketing to companies. This article poses the question of how that value can be quantified. Unfortunately, measuring the value of social media to a company is no easy task. The article does, however, offer a handful of possible ways to come up with a number. One common way to measure return on investment from social media activity is to consider the opportunity cost of a given social media campaign. Other suggestions include basing ROI off of positive brand sentiment (which is very difficult to quantify) and focusing upon measuring each individual social media activity’s ROI, rather than the combined value of all social media. What do you think is the most effective way to quantify the value of social media to a company?